Rolls out a 360 degree marketing campaign including TVC, Outdoor, BTL and digital innovation; watch the TVC here.
BestMediaInfo Bureau | Delhi | June 29, 2011
As the English movie entertainment space gets more competitive, STAR Movies, the leading English movie channel in India creates a new benchmark in reaching, capturing and engaging audiences across the country. This July, STAR Movies introduces a popular property, ‘BOND FOREVER’; a month long film festival featuring the oldest classics to the newest Bond films at 11 pm every night from 1st July to 31st July.
To promote this property, STAR Movies will roll out a path breaking, innovative and extremely engaging campaign that will span across on-air promotions & contests, on-ground associations, widespread and never done before digital activations and an innovative outdoor media campaign.
The entire Campaign is based on the strong insight that “Men fantasize to live the Bond Life for the cars, the women, the gadgets and the overall adrenaline high”
Taking from the above insight, STAR Movies has created an On-AIR TVC that revolves around a regular guy who dreams and lives the Bond life from childhood. This TVC has been produced by the in- house OAP team of Star Movies and will be aired across leading TV channels all of July.
The campaign further will see the following:
1. On-Air campaign - innovative and engaging :
A lifetime opportunity for viewers to relive the BOND experience
“Mission 007”: During the 11 pm movie, everyday a unique 4-digit secret code along with a telephone number for call to action will flash on STAR Movies. On dialing the number, each participant will have to provide the secret code and will get an opportunity to relive the James Bond experience as seen in his films. Viewers stand to win Samsung mobile phones Daily and with 5 Lenovo laptops as the grand prize.
2. Outdoor Innovation
Bringing the concept of LIVE hoardings like never before, STAR MOVIES will let passer bys in Mumbai experience JAMES BOND through a hoarding.
In the LIVE Hoardings - an actor clothed in James Bond attire will be standing in a space made within the hoarding; who will try and grab all passer-by’s attention through various activities. (i.e., dancing, shooting with his laser gun, etc)
Over and above there are other innovations planned in Outdoor.
3. On Ground Engagement – HARD Rock Cafes
To reach out to core TG and let them experience the JAMES BOND fever; STAR MOVIES has tied-up with HARD ROCK CAFÉ to celebrate the month long BOND Forever campaign across all HRC outlets in 5 cities in India - Delhi, Mumbai, Bangalore, Hyderabad and Pune.
As a part of this association, all revelers at HRC can look forward to the following:
- Special Bond martini cocktails menu
- A JAMES BOND dance by the bartenders once every night
- Other promotions for BOND across the outlets
4. Digital Innovation – Interactive, Engaging and defining out of the box experience –
As a part of the engaging experience and a true innovation, STAR Movies will place interactive banners across leading portals that will allow users to register and destroy LIVE pages as a part of a JAMES BOND gaming experience. This kind of an application in a site capture is a First of sorts.
Also there will be an App launched which will allow viewers to drive the Bond car on web pages and use all the gadgets of the car. Drive the fully loaded Bond Car.
Moreover, there will be constant engagement and entertainment for all JAMES BOND and STAR MOVIES fans through the social media platforms such as:
Facebook Fan Page Applications will include daily trivia such as mixing the BOND Martini, How to rock a tuxedo, How to pick up a girl in a bar, Gadgets & Gizmos, play the perfect Bond Girl, etc . What’s More, there would be weekly quiz based on BOND situations to identify which BOND the user is!
BOND fans will further be treated to a host of regular Bond Webisodes such as 007 Best Sex Scenes, 007 Best Bond Villians, 007 Best Bond Gadgets, 007 Best Bond Car Chases, etc
Commenting on the campaign, Saurabh Yagnik, GM & Sr. VP, English Channels, STAR India, says, “STAR Movies is an Expert and a leading destination for the biggest Hollywood blockbusters in India. We celebrate the spirit of the Hollywood heroes and are committed to growing the consumption of Hollywood movies here. We are proud to present a ground-breaking, modern and captivating campaign, called ‘Forever BOND’, that will not just allow audiences to be a part of this festival, but give each of them an opportunity to relive the entire BOND experience. In the past, all James Bond movies have been well received on our channel and our ratings have soared tremendously during these screenings. Hence, packaging the best of BOND for audiences is a delight and we are confident it would be a raging success for the channel. We aim to enhance experiences beyond television and are certain to capture a large share of heart of the audiences across the country.”
STAR Movies has always been at the forefront at providing engaging and exciting entertainment for fans across platforms. With the BOND Forever campaign, STAR Movies creates a marketing benchmark in bringing a unique personal experience for all JAMES BOND fans.